new ai-generated brand campaign launch

If you’ve spotted a black alpaca strolling through KGM’s new TV ads and found yourself thinking “why an alpaca?”, you’re in the right place. It’s not random. It’s not a llama. And no, it’s not just for lols. Here’s the story behind KGM’s proudly unconventional star.

why the alpaca? and how AI made it possible

The campaign was entirely created using AI, which gave us the freedom to bring an unexpected idea to life without worrying about what would be physically possible on the streets of London. More importantly, it allowed us to clearly visualise the metaphor at the heart of the campaign.

The sheep represent the familiar herd mentality of a market where many choices feel increasingly similar. The alpaca, calm and entirely unbothered by what’s going on around it, represents choosing a different path.

In January 2026, we launched Escape Convention for KGM, a creative and strategic refresh that positions the brand as the UK’s confidently unconventional alternative to the mainstream. At the heart of this activity sits the brand promise, Unconventional since 1954, a nod to seven decades of Korean vehicle manufacturing.

From the company’s origins in 1954 to its rebrand from SsangYong to KGM in 2024, the brand has built a reputation for rugged, value-rich SUVs and pick-ups shaped by a distinctly Korean point of view.

bringing the campaign story to life

The hero film unfolds in a surreal version of London, where commuters move alongside flocks of identical sheep, symbolising the familiar crowd mentality of the UK car market.

Then the alpaca steps into frame. Calm, confident and unbothered by what everyone else is doing, it represents what it means to choose differently. Not to rebel, but to be comfortable standing apart. It embodies KGM’s view of the market and its place within it: a brand that looks distinct, behaves differently and doesn’t take itself too seriously.

As the story develops, the alpaca finds its own path, ultimately aligning with KGM’s new hybrid SUVs as they move away from the flock. The film closes with the campaign line Escape Convention and the brand promise Unconventional since 1954.

created in a bold, unconventional way

To stay true to the spirit of the idea, the production approach needed to be equally forward-thinking.

Every frame of footage and artwork was created using AI. It’s a medium that mirrors KGM’s appetite for innovation and our commitment as a video marketing agency to exploring bold creative methods that set our clients apart.

Working with Bearjam Productions, we began with an AI-generated storyboard and shaped it into a complete narrative. Story first, tech second, nailing the tone and pacing before diving into production.

This ensured the technology served the creative idea, rather than the other way around.

On production impact:traditional filming would have required herding real animals or many many hours of CGI, multiple shoot days, location logistics and extensive post-production. AI enabled us to iterate, refine and build the world far more efficiently, unlocking scenes that would have been difficult, costly or impossible to capture using traditional methods.

The result is a cinematic commercial that balances imaginative storytelling with cutting-edge tech.

 

multi-channel activation

Streaming across Channel 4, Discovery+, YouTube and a national out of home (OOH) campaign, Escape Convention expands KGM’s upper-funnel reach while supporting the brand’s always-on personalised advertising.

Visarc plans and manages this activity for KGM, supporting audience integration across platforms and ensuring efficient, effective budget delivery.

take a peek

Curious to see the alpaca in action? You can playback the hero film now on KGM’s YouTube channel at www.youtube.com/@KGMUK or across its social media channels.